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Tips & Trends

Four tips for stronger calls to action

But how do you go to the next level and make your CTAs even more effective? Here are a few tips:

Timing is everything

Beware of asking for a commitment of any kind too early in a relationship. A CTA that reads something like "Apply Now" or "Sign Up Now" might be premature in the body of an email message. "It's like asking someone out on a date before you know his or her first name," writes Carolyn Nye, Email Marketing Manager for USAData. In an article on the Practical eCommerce website, Nye explains that instead of scaring away readers who are not yet ready to make a commitment, you should direct them to an effective landing page where they can learn more. That landing page is the place for a CTA that requires more of a commitment.

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Why and how to market with online video

If you search YouTube for the word “e-reader,” you’ll find 6,500 videos featuring every available brand of device. If you’re looking to buy, the search results include commercial spots, tours of basic features, consumer reviews and durability/lighting tests. And once you’ve purchased, you can venture back to YouTube for how-to videos about particular features or tips and tricks.

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Stop letting sales get all the credit!

Sick of the sales team getting a trophy while the marketing team fights for budget? It's no fun. I've been there, too.

Many of our clients ask: "How do I demonstrate the value of marketing to my sales-driven CEO?" This is especially tricky for business-to-business (B2B) companies with products that are high-consideration and have long sales cycles. Here's how you should approach the issue:

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Get more win from your webinars

A staple in the connected business world, the webinar is rolling out of adolescence and into maturity. Its physical and technical ease creates a pop-up virtual community, which is a boon for B2B companies that want to draw new prospects and generate stickiness among current clients. But they must handle the online presentation with care.

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Don't hide from your customers (Part one)

Search engine optimization (SEO) is the practice of improving the visibility of your website in the organic search results of search engines like Google and Bing. Optimizing your website for search engines isn’t a formula. It’s a constantly changing and evolving process that needs to be evaluated on a periodic basis. You may be thinking, “Why do I need to be worried about SEO?” Below is an example that we are going to use to address your question.

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